How Wall St. Priorities are Damaging the Media Ecosystem

Moffett Nathanson analyst Michael Nathanson commented in a recent report quotSNAP should never have gone public when they did or how they didquot amp160Until its premature public offering Snapchat was flying high on Madison Avenue amp160But according to recent MyersBizNet research ad exec perceptions of Snapchat have eroded even though their fundamental offerings have remained intactThe digital video community in general has been aggressively responding to issues related to brand safety amp160Based on the new MyersBizNet Media Brand Equity study conducted among 750 advertiser and agency executives these efforts have had little impact in rebuilding brand trust and value for the industry39s leading digital players amp160Yet their Wall St valuations have remained strong amp160Even with the recent negative publicity about Facebook39s data issues uncovered by Pivotal Research analyst Brian Wieser the vast majority of Wall St analysts have retained their quotbuyquot ratings for the company and Facebook continues to capture a lion39s share of advertisers39 digital media investments amp160Until brand safety and trust issues meaningfully impact revenues and diminish shareholder value ad community concerns will continue to take a back seat to shortterm revenuesI challenge you as you read this to name more than a handful of media companies that offer and effectively communicate clearly defined brand differentiation and brand relevance with which marketers can identify and positively associate their brandsAs the media ecosystem becomes increasingly complex those companies that establish clearly defined positive brand equity will ultimately prove to be the winners among audiences distributors marketers and media buyers amp160In that future instead of Wall St analysts dictating corporate priorities positive brand equity will be at the foundation of value amp160Because that value is difficult to economically quantify to Wall St only a few media companies are taking meaningful steps today to define implement and communicate a consistent brand message in the marketing and advertising communityMedia companies that are investing heavily in content building audience loyaltyamp160and expanding distribution options need to become more acutely focused on communicating their overall brand equity and once establishedamp160they must aggressively invest in communicating and protecting that brand value amp160Otherwise the ecosystem in which they live will continue to evolve into a mish mosh of undifferentiated suppliers of audience impressions valued exclusively based on their supply of audiences and the data that can be extracted about themFor details on the new MyersBizNet Media Brand Equity Report contact me at jackmediavillagecomamp160amp160

REQUEST A FREE AD SALES MARKETING EFFECTIVENESS AUDIT

How Wall St. Priorities are Damaging the Media Ecosystem

Author

Publish date

Channel

Jack Myers

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

REQUEST A FREE AD SALES MARKETING EFFECTIVENESS AUDIT

How Wall St. Priorities are Damaging the Media Ecosystem

Enjoying This Commentary? There's More to Love

Jack Myers

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies